Meet Karrie! A lifelong storyteller with a strategic mind, Karrie brings deep expertise in brand strategy and healthcare marketing to her role as EVP of Integrated Marketing Communications, helping clients break through the noise with messaging that matters. Get to know her perspective in this Q&A.

 

1. What first drew you to the field of healthcare marketing, and what continues to excite you about it today?

I’ve always loved stories. I was raised on Sesame Street and started reading labels in the grocery store before I turned four. My third grade teacher introduced me to creative writing, and I was hooked. At some point I had to face that I would likely not become the next Great American Writer, but I realized I could use my talents in advertising and marketing, which was the focus of my undergraduate education.

I was fascinated by understanding human behavior: Why do we make the decisions we do, even when they defy logic? What motivates us to change how we think, feel or act? I’m someone who likes a challenge, and the stakes are really high in healthcare, so I think that’s what drew me to this work.

Today, we live in a world of biopharma and medtech innovation that sometimes feels magical — personalized medicines, gene therapies, robotic surgeries, even the transformation of HIV from a death sentence to a manageable condition. And yet, access and affordability, an uncertain regulatory and financial landscape, consumer skepticism, and the virality of misinformation, and big clinical challenges remain. Both the victories and the obstacles fuel my desire to make an impact in this industry.

 

2. With so much focus on incorporating AI into the marketing tech stack, how do you see the future of healthcare marketing evolving?

I think, very soon, an AI-powered tech stack will become table stakes for healthcare marketers. Using AI to work more efficiently, accelerate insights, target audiences, and optimize campaigns will be as expected as a claims matrix, journey map, or measurement plan. 

But as execution becomes more efficient, it also becomes more crowded and expensive. The brands that will stand apart are going to be those who use these technologies wisely — and ethically — and pair them with deep human insights that cut through the AI clutter. That’s what drives behavior change.

 

3. How do you ensure your clients’ brand strategy and messaging remain consistent across a variety of channels with diverse formats, specifications, and usage?

Your brand is more than a color, font, or logo. And your messaging is more than a list of facts or claims. When your brand strategy and identity are rooted in thoughtful decisions about what you value and how you show up in the world, you can communicate consistently across any channel and perform well. One of my favorite creative directors says “creativity thrives in small spaces.” Sometimes the more challenging the format, the more impactful the work becomes.

If the challenge is more about alignment across entire teams, I’d say this: brands are built from the inside out. Ensuring the decisions you make about how you’re going to show up in the world are authentic and woven into every area of the business requires a sustained, intentional effort – and a strong brand champion. One of the things I love about my role here at H+C is the opportunity to empower those champions with counsel, tools, and support to drive cohesive strategy and messaging internally and externally.

 

4. What qualities and skillsets are key to successful healthcare marketers today?

Any time medtech or biotech companies face pressure, marketing teams will be asked to do more with less. It’s easy to make reactive decisions, but successful marketers flex with the market while staying true to their strategy — and integrate tactics that maximize every dollar. 

At H+C, we leverage AI-based real-time market intelligence, smart cross-channel targeting, and a ‘zero-waste’ approach to content development. It allows us to support clients with efficient, strategically sound programs that break through the noise.

 

5. Looking back at some of your most successful integrated campaigns, what has been one of the most rewarding projects for you, and why? 

Oh, there have been so many! From hyper-local to global, rare diseases to worldwide epidemics, I’ve had the privilege to work in so many different areas of healthcare. I especially love product approvals and launches. Playing even a small role in the moment someone’s brilliant innovation becomes broadly available to patients is incredibly moving. I’ve had a few opportunities in my career to break the good news of an approval to patients or advocates minutes after the press release went out. Every time, it was an emotional conversation I’ll never forget.

 

Looking for more perspectives from the H+C team? Check out our blog for more.